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The preseason spot, which breaks our 2010 season campaign titled: “White Sox baseball. It’s black & white.,” was shot and directed by Energy CD, Mike Roe.
The campaign intends to capture the unique brand of baseball played on the South side – White Sox baseball. It’s no-nonsense, baseball played by baseball players, not celebrities. With a simple team philosophy of the scoreboard doesn’t lie – you either win or lose – it’s black and white. (obviously you are aware the teams colors are black and white and one of the traditions is called a “black out” - where everybody wears black to the stadium – it’s actually very cool intimidating visual effect during important games).
The spot features beautifully composed film of US Cellular Field in the middle of a Chicago Winter. Empty, frozen, snowy. An AVO simply alludes to the star players and coaches off camera in distant locations prepping for the 2010 season. 25 men in 25 different places all headed for one destination: opening day.